Google Reputation Management
- Paula Costa
- Apr 8
- 3 min read
Updated: May 26
Company | Gofind |
Focus | New feature |
1. About the platform
Gofind provides a platform with multiple features beyond the product locator, including regional demand analysis, Google profile management for retailers, out-of-stock maps, availability tracking, and prospecting tools. With this ecosystem, the company gathers a large amount of data, turning it into insights and valuable services for its clients.
In addition, a partnership with Google allows access to exclusive resources, such as Google Business Profile APIs, further expanding the possibilities for users.
2. Opportunity
Access to store reputation control API With access to store reputation data, the idea emerged to create a way to deliver this information in an analytical and actionable format.
Target audience Mainly marketing teams, especially from franchises such as Ortobom, Boticário, and even supermarket chains.
3. Benchmark
We conducted a comparative analysis with other market tools that also utilize reputation data. The goal was to identify best practices, understand how competitors present this type of information, and map opportunities for improvement in our product.
This step was essential to generate insights about relevant features, the language used, and more effective visualization methods, helping to support strategic decisions focused on the user experience.
Selection of market players
We categorized the tools into two types:
Direct competitors focused on reputation management on platforms like Google, iFood, App Store, and Google Play.
Indirect competitors focused on broader content monitoring, including mentions on social media.
We also analyzed international tools to identify innovations that could differentiate our service from what’s currently available in the Brazilian market.
4. Insights
Key metrics
We mapped the main reputation performance indicators provided by these platforms to their users, such as:
Response rate
Percentage of positive, negative, and neutral reviews
Trend analysis
Competitor comparison
Overall sentiment, among others.
We also identified what seemed to be prioritized based on layout prominence and recurrence across tools.
Filters
The most common filters included time period, sorting options, and location filters.
Functionalities
We also mapped standout features from each platform, such as:
Report export
Sentiment scoring
AI-powered response suggestions
Response management
Franchise ranking
Keyword analysis by sentiment.
5.Proposal for Validation
Ideation
After sharing insights with the tech team, we started ideating possible features for a first testable version.
Proposed functionalities
Home dashboard with a summary of key indicators
Sentiment indicator based on review ratings
0–2 stars = negative
3 stars = neutral
4–5 stars = positive
Store ranking based on number of positive reviews
Sentiment score, a visual gauge with a score from 0 to 100 representing overall sentiment
Topics by sentiment, identifying keywords associated with positive, neutral, or negative sentiment
6. Proposal Validation
Client interviews
Features were rolled out incrementally. For example, we first removed the map to test the flow, then changed the location-sharing experience. Subsequent visual changes helped us gather more specific feedback about our proposed solutions.
7. Tests
Interviews We conducted interviews with key clients likely to adopt the new offering. We mainly recruited people from marketing teams. I presented wireframes to validate the concept, not usability.
I asked participants to rank:
The most and least interesting features
The ones they believed would add the most and least value to their business.
Results – Feature prioritization:
Review replies – Clients wanted to prioritize mass responses to negative reviews
Store ranking – Clients wanted to monitor which stores performed best/worst in terms of public sentiment
Performance metrics – Clients requested graphs showing average and total review counts, responses, and sentiment over time
Review alerts – Though not initially scoped, clients expressed a need for alerts or reports about new reviews, especially negative ones
Most mentioned topics – Identifying key topics based on overall public sentiment
Lowest priority:
Sentiment score – Seen mostly as a vanity metric with little actionable value. Clients found it "nice to have," but not essential.
